"Our goal is ambitious but realistic – to occupy 30% of the market share in the premium segment within five years," notes Sergey Merkulov.
NANFU technologies meet the increased requirements for energy efficiency and battery life. NANFU has dominated the market in China for the past 30 years.
“More than a billion people (1/8 of the world's population) trust and use NANFU. We are the No. 1 brand in China with a market share of over 85%, based on Nielsen China Alkaline Battery Industry Report 2023. For 30 consecutive years, we have maintained leading positions in the industry in terms of quality, sales volume, profitability, and labor productivity,” comments Hongying Liang, Vice President of NANFU.
According to NANFU's estimates, the Russian market volume is 15 billion rubles. Most of the market is occupied by players from other countries, with China leading in supplies to Russia. The prospects for the Russian battery market are optimistic amid the growing demand for devices requiring batteries. At the same time, the premium segment of alkaline batteries in Russia is currently shrinking due to the departure of players such as Energizer and Duracell: according to NielsenIQ, their share has decreased from 55% to 45% in monetary terms over the year. As a result, consumers are experiencing difficulties with the availability of quality products, and retailers are losing sales in this product category.
“NANFU's mission is to lead the premium segment by offering consumers a quality product and retailers a solution to maintain sales in this product category. This means more smiles for our customers,” comments Hongying Liang.
Representatives of the brand in Russia have many years of experience in the power supply segment. Until 2022, a team of professionals was engaged in the development of the Energizer brand in Russia and brought it to market leadership according to NielsenIQ.
“We are confident that NANFU's presence in the Russian premium battery segment will be a significant factor for both the growth of the category and the improvement of the user experience,” added Sergey Merkulov.
NANFU products are already available in most Russian cities through a developed network of distributors, as well as the brand's presence in major federal retail chains. The partner base is constantly developing, ensuring high rates of distribution growth.
The NANFU product line in Russia is already represented by popular battery sizes and will be replenished. NANFU batteries have the largest capacity of all batteries officially presented in Russia, according to a test by the National Research University "Moscow Power Engineering Institute." The conclusions are confirmed by a test by independent expert Alexey Nadezhin.
NANFU PowerRing technology ensures a long battery life due to the increased volume of chemical substance, improved ion conductivity, and minimal self-discharge due to the sealing system with a red ring. For example, the NANFU CR2032 battery uses another innovative technology – the use of graphene in it achieves increased conductivity and fast response.